[I try to start my day writing 250 words on anything. I’ll post one every Tuesday until I run out of good ones.]
Twenty years ago, I was a science writer working for some of the top people in renewable power, energy storage, and distributed generation. I glibly described my science writing job as “taking 500 pages nobody can understand and turning them into five pages anybody can understand.” I ghostwrote articles and books on cutting-edge topics for very smart people, and considered myself an expert by proxy.
I once asked a client what the tipping point would be for solar power’s mainstream acceptance. He replied, “You’ll know solar has made it when the environmentalists turn against it.”
That time has passed, as some large-scale solar projects sited in deserts have been decommissioned or canceled due to their ecological impacts. However, solar photovoltaic panels are everywhere, and installed capacity has surpassed the most optimistic projections.
When we rebuilt our house in 2018, we put solar panels on the roof. Why not? Their cost was trivial compared to that of construction. Our local power provider offered incentives to install an electric vehicle charger even though we didn’t have an EV, and again: why not? Of course, we eventually figured we should buy an EV to make use of the charger, so now we power our home and fuel a car with free photons from the sky.
I’ve noticed that whenever I drive our gas-powered car, and particularly when I refuel it, I feel a twinge of shame. This is how broad social conventions change: gradually, one early adopter at a time, and then suddenly.
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